ADVERTISING, CHILDREN, FAMILY AND EDUCATION Advertising as a cultural homologator

This paper tries to establish the relationship between Advertising and Children, considering advertising as a structuring element of social reality and a tool to show social change, paying particular attention to those experienced by the "traditional" family and conversion into new forms and styles of families. The study explores how new types of families still fulfill the same functions of childcare, from basic needs such as food, clothing and protection, to upper faculties like interpersonal relationships, emotional security, sense of belonging, recognition of a reference group and self-realisation as the goal of life process. Finally, an educational experience, using advertising as a teaching resource, took place in a public Primary Education School, with the aim of achieving a better teaching environment and acceptance of students coming from homes different to what is considered a "traditional" or "nuclear family".